Title

行銷研究發展趨勢之內容分析-以1967至2011年之台灣期刊論文索引系統為例

Translated Titles

The Marketing Research Tendency of Content Analysis in Index to Taiwan Periodical Literature system: 1967-2011

Authors

張家瑜

Key Words

台灣期刊論文索引 ; 內容分析法 ; 行銷研究 ; 行銷學派 ; Index to Taiwan Periodical Literature System ; Content Analysis ; marketing research ; marketing school

PublicationName

樹德科技大學經營管理研究所學位論文

Volume or Term/Year and Month of Publication

2013年

Academic Degree Category

碩士

Advisor

孔方正

Content Language

繁體中文

Chinese Abstract

本研究旨在於分析探討台灣在行銷研究之現況與發展趨勢,以內容分析法分析1967至2011年行銷期刊論文之特性,藉以探討行銷研究之發展情形。 本研究以台灣期刊論文索引系統為主要研究對象,研究樣本共計3,475篇,以篇名為檢索欄位,進行以「行銷」(Marketing)為篇名的學術性論文檢索,同時使用內容分析法探討分析所蒐集到的資料,並以Sheth(1988)等研究者對行銷思想學派的分類為依據,即歸納為商品學派、功能學派、區域學派、體制學派、實用論者學派、管理學派、消費者行為學派、行動論者學派、宏觀行銷學派、組織動態學派、系統學派、社會交換學派等十二個學派,瞭解目前國內行銷研究,各學派所占的比例,同時,藉此分析來分析台灣的行銷研究在學派分類上的趨勢,進而瞭解其中的差異。 研究結果歸納如下:: 1.1967至2011年台灣行銷研究數量為3,475篇,呈現逐年遞增,在2003年達到高峰。 2.1967至2011年台灣行銷研究以管理學派最多,計1,997篇占57.47%。 3.1967至2011年台灣行銷研究之各時段學派之結構無顯著差異。 4.2000至2009年行銷研究,國外對消費者行為主題最為注重,國內方面則以市場功能/策略主題為主。 5.1967至2011年台灣行銷研究,研究對象主要以服務業為主,占50%以上。

English Abstract

The project aimed at analysis and investigation the current situations and trends of marketing researches in Taiwan , Basic on content Analysis, the research discusse the features of marketing research thesis published from 1967 to 2011, in case to explore the development of marketing research. In this study, used Taiwan citation index system as the main inspection tool, 3475 papers were adapted, analyzing the papers that titled with "Marketing". The collected thesis would be analyzed by Content Analysis and be categorized into Sheth (1988) and other 12 categories researchers of Marketing Theory School, which name Commodity school, Functional school, Regional school, Institutional school, Functionalist school, Managerial school, Buyer behavior school, Activist school, Macromarketing school, Organization dynamics school, Systems school and Social Exchange school. The purpose of the research is to understand the proportion of each school in domestic marketing research in recently and the tendency of school categorization of marketing research in Taiwan. The followings results are: 1.The number of marketing in Taiwan researches from 1967 to 2011 are 3,475 pieces of thesis. The numerous of thesis are increase year by year, till the top in 2003. 2. Managerial School takes the biggest part of (57.47%) in Taiwan marketing researches from 1967 to 2011, which are 1997 pieces of thesis. 3.There is no completely difference between every each school of Taiwan marketing researches from 1967 to 2011. 4.From 2000 to 2009, the foreign marketing researches mostly focus on buyer behavior; the domestic marketing researches, dominate in Market Function/Strategy. 5.From 1967 to 2011, the researches in Taiwan Marketing are mostly from service industry (more than 50%)

Topic Category 管理學院 > 經營管理研究所
社會科學 > 管理學
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Times Cited
  1. 張依淳(2016)。以內容分析法探討台灣行銷研究之發展-以臺灣博碩士論文知識加值系統為例。樹德科技大學經營管理研究所學位論文。2016。1-55。